He doesn't need the sharks to do a licensing deal at all. That's the irony.
He can simply hire a negotiator with experience in licensing to work on his behalf if he can't do it himself, and not give up any equity. Or not. The Scottvest guy came off as a jerk in the edited version of the show, but you could tell that guy didn't need any help negotiating. Maybe this wine guy doesn't either. He sure didn't take Cuban's crap deal which shows he has some smarts.

Again, or better yet, he can do what he loves and make wine, not license out the distribution at all, and make millions doing that. If his wine brand succeeds (which it is) it just gives him greater leverage in any future licensing negotiations.